Firstly the film 'Life As We Know It' has it's own official website where it offers the audience the chance to look at information about the film, characters, video clips, photos and downloads, this gives them the opportunity to get extra information and it offers the film a chance to get their film advertised to a wider audience through viewers. Whereas 'The Back-Up Plan' does not offer an official website, this is because it is a much smaller institution that has made the film therefore they did not have as much money to promote it and in turn it was not as successful. According to the Uses & Gratifications Theory the website offers the audience surveillance, diversion and social interaction.
Also both the films have used forms of Social Networking on an e-media platform, such as Facebook, 'Life As We Know It' has over 590,000 likes while 'The Back-Up Plan' has over 200,000 likes. This shows how much more successful the first film was due to the attention through social networking, the benefit of this form of advertisement is that a wide audience can access it as people on different levels of socio-economics are likely to have Facebook. Almost all films will have a Facebook page now due to the high demand of people using it and the chance to put across opinions and get extra inside information on a more personal level. Also 'The Back-Up Plan' has it's own Twitter page with 2000 followers however the page looks fan-made opposed to something put in place by the institution, the page has also not been updated for a year and only includes scene clips and basic information about release dates. However 'Life As We Know It' does not have it's own Twitter page but on it's official webpage it offers a link to Twitter to the institution's page with over 430,000 followers, so at the moment it is promoting it's most recent film (The Hobbit) and is not specifically tailored to one film.
Many fans have created forums, websites and YouTube Videos dedicated to these films to express their opinions and communicate with other fans, this is used as diversion and social interaction according to the Uses & Gratifications Theory, it also prolongs the advertisement for the film which is a good tool of branding for the institution. Many people make YouTube videos about the film, they will often be appreciation towards the actors or a critics review about it, 'mctventertainment' is an account holder who has uploaded their personal view of the film but also interviews with the cast which is a good way of social interaction with other fans but also personal identification for people who want to listen to the review. Sometimes film institutions will upload their own interviews, behind the scenes and bloopers or cut out scenes from the film, this gives the audience a more personal way of connecting with the film and it can be an ideal way of the institution getting people to share their videos through social networking such as Facebook and Twitter.
Finally these films are linked to Print Media, an older form of advertisement now-a-days but still common through posters on magazines and newspapers. Some magazines are specifically tailored for films such as Empire and Total Film, they will offer the audience many advertisement posters for different films therefore print media is a very important factor for these magazines. They will often include their own reviews on the film and interviews with the cast and director, this is mainly for large box office movies as they are the most popular and the one's the audience want to read about. All these links will help a film advertise however as to how well they do is often dependent on the audience and their response and this in turn will decide whether the film is going to be a success.
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